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This is a pretty smart idea. Pimp my Billy by Ding 3000 is a range of products to customize one of IKEA's top selling products, the Billy bookshelf. I mean, who out there doesn't have a Billy bookshelf in their house/apartment? Ding 3000 currently has 2 different inserts to help add some excitement to your Billy: The Billy Heidenreich (an oak rack with lectern), and the Billy Wilder (seen above). (Found through Swiss Miss)